Rooney Anand, Chief Executive of Greene King, which operates around 2,400 pubs, restaurants and hotels in the U.K. and also brews ales such as Greene King IPA, said the proposal is an “important step” in the fight against ‘binge drinking’ and alcohol-related social disorder.

He added the sale of cheap alcohol by retailers, including supermarkets, needs to be addressed by policy makers.

“We believe it is the availability of extremely cheap alcohol in the off-trade that presents a significant risk to health and social disorder across the U.K.”

Of course, Greene King would say that.

The plan would certainly seem to be a boost for the U.K.’s ailing pub industry, which has suffered for years due to the pricing power of supermarkets.